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Challenge:
Sugar Hill Inn is a New Hampshire bed and breakfast built as a farmhouse in late 18th century and converted to an Inn in 1924. When Steve Allen purchased it, it had an average annual 20% occupancy rate and attracted the most interest to its least expensive rooms. Steve approached Gold Group to develop and implement a digital marketing program that would elevate the Inn's brand, awareness and ultimately, occupancy.
Strategy: The cornerstone of the Sugar Hill Inn marketing strategy was to develop a new brand image that would communicate effectively through a variety of mediums. Gold Group created a new logo and image that captured both hospitality and the mountains. Then Gold Group redesigned their website, www.sugarhillinn.com and marketing collateral, integrating breathtaking photography of the Inn and the region to define a warm and romantic atmosphere, fine dining, and afternoon teas in a luxurious and tranquil environment. To promote the Inn, Gold Group persuaded one of the top publicists in the lodging and hospitality industry to work with Steve. Gold Group ensured that the Sugar Hill Inn was listed in all of the top travel directories/publications and showed the management how to quickly address and mitigate the impact of negative reviews on the web.
Outcome: In the span of four months, the Sugar Hill Inn successfully redefined itself. Web traffic and the number of calls to the Inn doubled, average annual occupancy increased to 40% and the most expensive rooms were occupied the most, increasing profitability. The Inn received significant media coverage that included: "Everyday with Rachel Ray", "Bed Breakfast and Beyond" in New Hampshire Magazine and a feature article in the "Montreal Gazette". In 2007, Sugar Hill Inn was named in "1000 Places to Visit Before You Die" and included as a Select Registry Inn. In 2008, the Sugar Hill Inn won the Yankee Magazine Editor's Top Choice Award.
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